I have been a big fan of Robert Cialdini and his six principles of persuasion for many years.
I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others. Influencing others isn’t luck or magic –
Influencing others isn’t luck or magic – it’s science. There are proven ways to help make you more successful as a marketer. Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin, Director, Influence at Work. The authors “relied entirely on the significant body of research from the study of social influence and persuasion” to suggest ways you can improve outbound messages and office interactions to get the results you want.
The Science behind the Principles “People’s ability to understand the factors that affect their behaviour is surprisingly poor,” Cialdini says. Most people can’t explain why they made a particular decision. But Cialdini can. And being able to identify the underlying factors that influence decisions mean we also understand how to use them to get more positive responses.
Be forewarned, though: The knowledge you’re about to receive shouldn’t be used to push shoddy goods or set unfair prices. “When these tools are used unethically as weapons of influence … any short-term gains will almost invariably be followed by long-term losses.”
Below is a video of Cialdini’s six principles of persuasion.
And the truth is that when buying anything in marketing there are two questions to consider:
What the risk?
What’s the return on investment
Let me give you some examples from our services.
For example – Let’s say you are considering booking on to our LinkedIn workshop. What’s the risk? £69, plus half a day of your time! So, this is a fairly low risk. Question 2 – What’s the return on investment? Well the truth is it depends. I know I client, who made £42,000,000 and many that have made £100,000+ be attending, but I also know others who have not taken any action following the workshop and so have got no sales.
It is the same with buying a new website – If you buy a new website and pay decent money for it, then there is a reasonable amount of risk. However the rewards can also be very high. The big problem that I keep hearing is “we have bought a new website, but we have had no leads at all from it”.
The truth is that the reason behind this lack of success is two fold.
There has been little, or no effort, or cash but into driving traffic to the site
There has been little, or no effort but into CRO (conversion rate optimisation) of the website.
Our client Cascade Events grew from £290,000 turnover to £492,000 turnover in 12 months on our Prudent Marketing Academy. Want to do the same? Take a look.
“Cascade Event Management’s turnover hit £492,000 this year (up from £290,000 last year) and I’m sure a significant part of that is down to the time I spent with you, Steve. The future is looking good too but we still want to take it the next level”.
Chris Monk – Managing Director, Cascade Events Ltd